CorpComms Magazine

John Lewis, with its promise to be 'never knowingly undersold', is the most influential British brand, according to a new survey of opinion formers.

The company, which includes the Waitrose supermarket brand, is the third most influential brand in the UK, after Apple and Google, according to the 2010 Thought Leadership Index.

Six of the most influential brands in the UK are American. Smoothie drinks maker Innocent, which claims 'we sure aren't perfect, but we're trying to do the right thing', comes in at number seven, followed by Co-Op Group and Co-Op Bank.

Both the Co-operative Group and John Lewis have partnership business models. Their staff are owners, or partners, in the business and share its success.

But the survey revealed it was also the authenticity of John Lewis and the clarity of its brand proposition that enhanced its position, while the Co-operative Bank demonstrated the value of investing in a brand narrative. As a result, the bank has avoided any reputational damage caused by the crisis of confidence in financial services.

Malcolm Gooderham, founder of TLG, which conducted the survey, said successful 'Thought Leaders' were those brands 'which drive positive change in both attitude and behaviour among key stakeholders'.

Companies that have a good understanding of the key socio-economic issues can use these as an opportunity to build and enhance reputations.

The survey revealed that 67 per cent of opinion formers believe that taking responsibility for a product beyond the point of sale is a key way to build brand reputations, while 65 per cent believe ensuring fair wages throughout the supply chain enhance reputation.

An example of this is American retailing giant Wal-Mart, which has transformed the way it is viewed by embracing a sustainable agenda.

Gooderham believes that by changing behaviours, brands can differentiate themselves and build stronger relationship with key audiences, thereby generating positive social and commercial outcomes.

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